Today's advertisers are increasingly aware of attention metrics. They are experimenting with their adoption, especially on digital channels. Many still show confusion: there are those who are evaluating the market proposals and those who have been using them for some time with advantages over existing metrics and measurement systems.
Of course, many factors influence and condition the adoption of attention metrics, including: campaign objectives, advertising spend, and digital media usage.
Attention metrics in Italy
Knowledge of this topic in Italy is still scarce compared to foreign markets malaysia mobile database where there is greater maturity both in terms of adoptions and awareness.
Italian advertisers, although they know them, do not know the measurement measures.
In fact, according to a study by the Osservatorio Internet e Media , 73% of advertisers say they know little or have never heard of it, and 10% have never heard of it. On the other hand, 69% say they know little about detection methods and 21% do not know any methodology.
Despite this, as noted by the Osservatorio Internet e Media of the Politecnico University, once they become aware of attention metrics, Italian marketers show great interest in attention metrics.
Advertisers are therefore aware of the strong potential of attention metrics in media planning activities.